“HERO'S JOURNEY” (KIA)

​​​​Funny commercials often use physical risk to the fullest. Kia (2017)

In this 60 second spot, Melissa McCarthy attempts to be an environmental hero by protecting whales, ice caps and rhinos. Her eco crusade however is thwarted at every turn. And each effort causes the actress to suffer a string of painful humiliations.

Ultimately the brand says you may not be an eco-warrior, but at least you can drive like one in a Kia Niro.

Yes, slapstick is based around physical punishment. But the pain is only for comic purposes, and never life-threatening.

Here, absurdity again diminishes any cause for concern. We know that Melissa McCarthy is not and will not be riding a rhino anytime soon.

This allows the brand to not only place the actress in the realm of the surreal, but enhance the comedy by forcing her to endure its skewed logic.

“RECOVERY ROOM” (SNICKERS)

The illogical is again front in center in this Snickers Super Bowl commercial entitled, “Recovery Room.”

​​​​In this 30-second spot, an absent-minded surgeon comforts a patient after leaving a smartphone in his abdomen. Much to the patient’s dismay, the surgeon even takes a call while explaining the next steps of the procedure.

The brand wants the viewer to think hunger breeds irresponsibility, so better eat a Snickers instead.

Although the action is subdued, the physical risk is just as threatening. Yes, it’s quite absurd to think a surgeon would leave his phone inside a patient. But with the public’s obsession over mobile devices, maybe it’s not so far-fetched?

The ad is an effective example of subtlety within slapstick, and something brands have latched onto.

But let’s face, the best slapstick uses strong, in-your-face physicality.

“NOT SO PEE WEE FOOTBALL” (BUICK)

​​​​Funny commercials often place celebrities in absurd situations. Buick (2017)

This 60 second Super Bowl commercial features several dads watching a pee wee football game. When a brand new Buick Cascada pulls into the parking lot, one of the dads exclaims, “If that’s a Buick, then my son’s Cam Newton.”

Well, it doesn’t take long for the man’s son to transform into the NFL All-star. As Newton winds up to throw, the power of his pass literally propels his young receiver into the end zone.

Again, the supernatural element eliminates any cause for concern. Of course we don’t want to see Newton pummel these young athletes. But the fact that this reality allows wishes to come true, is what makes an otherwise painful situation into a comedic one.

“WHO IS JOHNMALKOVICH.COM” (SQUARESPACE)

In this 60 second spot, an irate John Malkovich can’t believe that his eponymous domain name has been snatched up. Malkovich then decides to send a threatening, profanity-filled email to the owner of the site. He then discovers it promotes fishing.

Unlike the Snickers Super Bowl commercial, the action doesn’t unfold in one long stretch of tension followed by a burst of relief. Instead, bursts of tension alternate between moments of relief. This adds to the unexpected nature of the spot, and keeps the audience on their toes.

“SECRET SOCIETY” (AVOCADOS FROM MEXICO)

Curiosity also tends to influence funny advertisements. A brand that did quite well at this in 2017 was Avocados From Mexico. Take a look at their 30-second Super Bowl Commercial entitled, “Secret Society.”

In the depths of a darkened cellar, a secret society debates how to remain secret in the face of internal leaks. From the moon landing to there only being 49 shades of gray, the members stress about their future.

Finally their greatest secret, subliminal advertising, promotes the delicious and healthy nature of Avocados from Mexico.

Again, the interplay between tension and relief allows the audience to become fully immersed in the absurd situation.

UP Next

The Best Super Bowl Commercials of 2018: What Creatives Can Learn

Charlie Chaplin said, “A day without laughter, is a day wasted.”

From slapstick to the unexpected, funny commercials in 2017 used both classic and progressive forms of humor. Although some brand tactics come and go, comedy is one element guaranteed to remain.

Matthew Vasiliauskas is a graduate of Columbia University. His work has appeared in publications such as Conjunctions, Berlin’s Sand Literary Journal, Chicago Literati and The Pennsylvania Review. Matthew currently lives and works in Los Angeles.